Tony Truman, co-owner of O Beach, shares candid insights on the Ibiza beach club’s expansion into Dubai, the dynamic of DJs as performers, entitlement culture, and the transformative energy of youth—all in this exclusive EDMNOMAD interview.
Dubai’s entertainment evolution has been staggering. In just a few decades, the city leapt from hosting a handful of brunches to boasting a prolific beach club scene. Into this vibrant yet complex landscape enters Tony Truman, co-owner of O Beach—an Ibiza-born brand known for its laid-back, epic parties. Having watched Dubai transform over 25 years, Truman embraces the city’s growth but is quick to address the differences he’s encountered here, from influencer entitlement to the missing spark of a younger dance-floor crowd.
From Brunches to Beach Clubs: Witnessing Dubai’s Rapid Shift
“When I first came here, you had just a few brunches, a club at the Hyatt by the creek, nothing like today,” Truman recalls. “Now, the beach club scene has exploded, especially in the last five years. In 2019, before the pandemic, we considered opening here, and there were only a handful of beach clubs. Now there’s a full selection—J1, West Palm Beach, Playa, Pacha—is incredible. You rarely just hear about nightclubs; it’s now mixed with daytime parties.”
For Truman, this focus on daytime enjoyment aligns naturally with his own preferences: “As I’ve grown over the years, I prefer daytime. You don’t want to be standing in a nightclub at four in the morning. Day parties suit life’s progression, letting people have fun in the sunshine, jump in the pool, and laugh with friends.”
Welcoming Competition and Starting from Scratch
O Beach might be iconic in Ibiza—selling out seven days a week all season—but Dubai presents a fresh challenge, Tony Truman admits. The co-owner sees this as invigorating rather than intimidating: “I’ve always been an advocate of competition. It’s healthy. It keeps you on your toes and stops you from becoming complacent. In Ibiza, we’re lucky, but here we’re starting over. I’ve had to rethink my entire strategy: marketing, PR, what acts or artists to bring on. It’s like going back to my promoter days, figuring out peaks, troughs, and what really resonates in this market.”
Invest in the Atmosphere: Entitlement and the True Cost of Champagne
However, adapting to Dubai also means confronting a new set of guest expectations. Truman notes a stark difference in behavior compared to Ibiza. “In Ibiza, women and social figures pay for tables months in advance. Here, many arrive expecting guest lists and free drinks every day,” he says. “It’s not just a vodka and tonic they want, they’re very specific — Dom Pérignon and Laurent-Perrier pink rosé. I don’t go to their house asking for free food. If you can’t afford to go to these places, get a job.”
He doesn’t dismiss influencers entirely, acknowledging their role in promoting the venue. But he questions the transactional nature of some encounters. “Music and parties should be for everyone, not just those chasing freebies. Nothing in life is free. Discounts and deals are fine, and we offer that—like for cabin crew, teachers—but constant handouts create entitlement. People who pay, even a small amount, genuinely invest in the atmosphere.”
Affordability vs. Accessibility: Shaping an Inclusive Party Space
In crafting the O Beach Dubai identity, Tony Truman focuses on being “accessible” rather than “affordable.” “We’ve changed our pricing, learning as we go. We want a mid-range spot—not cheap, but accessible. There’s a big difference. We welcome everyone, regardless of status. Have the most expensive bed or cabana, or just pay general entry and dance. Music is universal, crossing all boundaries. That’s why we avoid making it too expensive or elitist.”
Superstar DJs, Showmanship, and Reading the Crowd
Dubai’s guests still adore superstar DJs. Truman’s original Ibiza concept deliberately avoided chasing big names, preferring a vibe-driven experience. Yet he understands Dubai’s attraction to headliners: “People here love the superstar DJ, which is cool. Maybe once a month or so we’ll invite one, but only if they suit our venue and crowd. I won’t book someone off-key just because they’re famous.”
He suggests names like Sonny Fodera, Norman Jay, Sandy Rivera, Fisher, and Fatboy Slim—DJs who bring uplifting, soulful energy. When Timmy Trumpet is mentioned, Truman finds the idea exciting: “He actually plays the trumpet, right? That kind of showmanship would work well here. I’ll look into it.”
For him, DJs should be both selectors and performers. He references a well-known UK DJ who plays great music but appears moody and uninterested: “You’re paid a fortune. At least smile! Engage the crowd. Look at Fisher—he’s a character. Even David Guetta sometimes gets on the mic. It’s about creating a rapport.”
Missing Youth, Missing Dance Floors: Cultural Differences Between Ibiza and Dubai
Ibiza’s magic partly lies in its layered age groups. “In Ibiza, 18- to 21-year-olds are on the dance floor, 21 to 25 are on tables, and 25 to 35 or 40 might be in VIP,” Truman explains. “That youth market brings energy and freedom, filling the dance floors. Dubai doesn’t seem to have many dance floors, probably because the younger crowd is missing due to the 21+ age limit. Maybe if there were a bit more youth culture, it would benefit the club scene.”
He’s careful not to advocate changing Dubai’s laws, but suggests that a younger demographic could enhance the overall vibe: “The youth bring a certain freedom. It’s a welcome change to have that energy, that spontaneous dancing you see in Ibiza.”
The Magic of Ibiza and the Risk of VIP Overkill
Truman can’t discuss party culture without referencing Ibiza’s legendary status: “When you land in Ibiza, the whole plane starts cheering and clapping. It’s in people’s minds as the party capital of the world—passed down through generations. But I’m a bit worried VIP culture is creeping in too much there, making it unobtainable, not accessible for everyone anymore. Ibiza has to be careful. For many in Europe, it’s a gateway into youth culture, music, and freedom. If it becomes too expensive, we lose that magic.”
Overcoming VIP Segregation: Everyone Is Important
In Dubai, Truman takes a different approach: “I made the whole club VIP. If you pay to get in, you’re VIP to us. Why segregate people unnecessarily? Sure, you can rent a premium cabana with your own facilities, but everyone should roam freely without endless VIP bands. It’s about inclusivity and treating guests equally.”
Long-Term Plans: The O Beach Hotel, Habtoor, and More Brands
Looking ahead, Tony Truman hopes to expand beyond the O Beach core concept. “We’d love to bring a couple of our Ibiza brands here. The O Beach Hotel could be a great fit, maybe in partnership with Mr. Habtoor. We own the Wi-Ki-Woo Hotel, a super-colorful, Instagrammable place—unlike any typical Dubai glass tower. We have The Skinny Kitchen, a healthy food concept, and Chi Kee Wun, a funky Chinese restaurant. Ideally, we’d put several concepts under one roof, giving guests a holistic experience.”
Tony Truman also plans to incorporate local talent into O Beach Dubai’s lineup now that the first month is over: “Initially, we avoided heavy marketing or PR. We wanted to see if people here knew about O Beach from Ibiza and what they thought of us. Now we’ll reassess, look at local DJs, and adapt. It’s about learning, improving, and not acting like we know it all from day one.”
Embrace the Experience Firsthand
In a city where luxury often defines success, Tony Truman prioritizes something else: genuine connections, accessible pricing, quality music, and a welcoming atmosphere that transcends background or budget. “People have too many preconceptions,” he says. “Just come and experience it yourself. Celebrate music, enjoy the sunshine, jump in the pool. Don’t stand there posing for selfies. The best parties happen when everyone invests in the moment.”
As O Beach Dubai finds its footing, it may just set a new standard—blending the Ibiza spirit of inclusivity and spontaneity with Dubai’s evolving scene, while striving to maintain the magic that makes people cheer when they land on an island or walk into a club. It’s a delicate balance, but one Tony Truman seems determined to strike.
Visit obeachdubai.com for more information.
